The Ohio Democrat. (Logan, O. [Ohio]) 1886-1906, 1887-01-01
RuslNEss SUCCESS.
Jt Depends to Great Extent on the Ju-
dicious Use of Printers Ink.

Jt Depends to Great Extent on the Ju-
dlcious Use of Printers Ink.
There is no subject of so great i'm
portancc that suggests so little to the
ordinary mind as the subject Of advcr-
tising, and yet in the advertisements
which are read every day and every
week there is u potent force which con-
trolls the daily, weekly and annual
purchases of the consumers. II is n
power which is not freely acknowledged
power which is not generally rccog-
nized, and yet il is vastly important in
shaping the commercial transactions of
the country. 1t is recognized by all
classes ms regular and legitimate man
ncr of introducing wares to the great
public. 1t is honorable and available,
and goes direct to the intelligent buyers.
Merchants who have any reputation ut
stake, or who intend to continue bust
ness. make n strong effort always
to have their goods fully equal to the
advertisement, and people have come
to place more dependence in the ads,
and are not now. as formerly. on con-
tinual watch and ward to prevent swim
dies. Many leading houses have
placards posted in the salesrooms. call
ing attention to the fact that goods are
sold "as advertised" which is quasi
acknowledgment that customers are
sometimes gullcd, and that every thing
is not "as advertised" If this were not
true, there would be no use for the
placards. Times are changing, prices
are more evenly regulated, and the
credit system is dying out, all of which
denotes improvement in the trade. We
take it for granted that all business
men of experience will admit the value
of a judicious Use of printers ink. One
of the strongest arguments i'll its favor
is found in the fact that among our eX-
tensive advertisers there are almost no
failures in business.
In mercantile pursuits, as in war, the
boldest and most aggressive become
heroes. An aggressive policy is not
necessary reckless policy, because the
former may pursue conservative and
legitimate means without in the least
jeopardizing capital or reputation. A
business house which pursucs reputable
methods in advertising can never be
accused of reckless expenditure. To
properly direct the advertising depart
ment of IN extensive business requires
the most competent business ability.
1t requires discretion and good, sound
Judgment to insure the greatest degree
of success. If, however. the article
advertised possesses real merit. it only
requires to be persistently kept before
the public to insure success. We have
in mind poor mechanic who many
years ago workd at bench rc-
pairing harness, and it came
under his notice that the tug
buckles in use were continual source
of trouble, causing Il frequent demand
for repairs, and during his leisure hours
he perfected a model of an improved
buckle in two parts. A few of them
were manufactured, but as usual with
most patents. nobody believed in them
but the inventor. AS u last expedient
friend was induced to spend thou
sand dollars in advertising, for half
interest in the invention. and the result
which followed was n handsome in
come. which placed both of them
among the wealthy and independent
capitalists of our progressive country.
Innumerable instances of the same kind
could be cited. Printers ink is mighty,
it is potent. and our successful mer-
chants are those who have used it free
ly. Of course, there are many excep-
tions, but all large advertisers attribute
heir success to liberal investment in
printers ink. Take any two houses
with which You are acquainted, one
that advertises extensively and one
which does not, and watch the trade of
the two houses for n day, or Il week, or
a month, and note the difference. The
study will be of interest to you as af-
fording II lesson in business enterprise
of the kind that wins success in the lot
terry of life. The two firms may be
equally matched in capital, and one
may sell rs cheap as the other, but peo-
pie watch the papers nowadays when
they contemplate making purchases,
and somehow they have come to regard
the firms which do not advertise us old
fogyish in their methods, and too far
behind the times to be desirable places
to buy goods. Chicago Shoe and Leatt-
ey Relvcm